Ribena has launched a sub-brand, Ribena Juiced Up, with higher nautral juice content, aimed at school catering groups.

The new product contains a much higher proportion of fruit juice than regular Ribena and is being marketed to school catering groups, according to Ribena maker GlaxoSmithKline.

Juiced Up is made from 85 per cent natural fruit juices and 15 per cent water and meets UK government guidelines for school food.

Packaged in 180ml wedge-shaped tetra cartons, the drink provides one of the recommended 5 A DAY portions of fruit and vegetables and is available in apple & blackcurrant and raspberry flavours.

According to the Ribena website, a one-litre bottle of Ribena Blackcurrant Squash contains 22 per cent juice before dilution.

A spokeswoman for Ribena said that the new drink could potentially be rolled out into other channels, according to Marketing magazine.

Andy Mahoney, brand manager at Ribena, said: "With school nutrition now a key government initiative, we are thrilled to be launching Ribena Juiced Up, which offers real nutritional value in an exciting new format for the foodservice channel."

It is not the first time the company has attempted such a move. In 1998, Ribena launched marketed Ribena Toothkind, a lower sugar variant of Ribena squash, to little success.

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